As part of it ongoing localized content strategy, Mattel Creations has appointed multi-channel network ProjectFirst and London-based YouTube channel manager Little Dot Studios to bolster the digital presence of its top brands in Russia and France, respectively.
ProjectFirst, which creates, distributes and promotes preschool-focused content in multiple languages, will manage Mattel properties including Barbie, Hot Wheels and Monster High (pictured) on AVOD content-distribution platforms. Along with handling existing regional YouTube channels for Mattel content, the MCN will develop a brand-new Russian channel for Thomas & Friends.
Little Dot Studios, meanwhile, is creating and managing a new YouTube channel for Thomas & Friends in France. Its responsibilities include clip, compilation and playlist creation, channel optimization and working with YouTube Kids to promote audience growth. The studio currently manages YouTube channels and social video for more than 100 global TV brands for indie production companies and broadcasters including ITV, Cartoon Network and Boomerang.
The appointments follow recent YouTube growth for Mattel, which just debuted an entire series exclusively on YouTube Kids for the first time called Monster High: The Adventures of The Ghoul Squad.